Monday, July 16, 2007
Google's Impression Share: Scare Tactic
Google recently added an "impression share" metric to its AdWords analysis, and while it is good to know what all of the advertising opportunities are, don't let the fact that your ad isn't being seen at every single opportunity scare you into overspending.The impression share metric provides data on all of the times your ad could have been seen if you had an unlimited budget and ranked highly so that your ad came up on the first page for every relevant search. While larger companies can aspire to blanketing the world with ads, I think it is much more important to get the most out of the ads that you can afford.
It is possible that if you maximized your budget, your click through rates and ROI might go down since some of those ads might not be the primary demographic, website, or time of day for your business. Making the most of your natural rankings is a better plan than trying to outspend everyone by bidding higher (see the Yankees for a case study).
SEMDirector suggests day parting and better keyword targeting as other methods for increasing impression share.
Remember, the goal isn't to get the most impressions (a hollow stat), it is to get the most customers per ad dollar spent.
Posted By John Gartner at 05:35 PM
Permanent Link: Google's Impression Share: Scare Tactic
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